Managing Services Essay example

3405 Words Dec 1st, 2012 14 Pages
Contents Assignment question 2 Introduction 3 Question 1 4
Question 2 7 Total product concept 7 Price 8
In Malaysia: 8 Quality of product 9
Place 11
Packaging 13
Delivery and warranty services 13 Question 3 14
Situational Factors 14 References 16

Assignment question
Choose ONE (1) of the following items (presented in bulleted points) and answer ALL the THREE questions below: * A popular brand of cosmetic product * An international car brand * A popular branded clothing line

1. Base on the product of your choice, discuss and describe the following: * Market segmentation * Target market * Product positioning
2. For your selected product, identify and discuss a complete
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Long before their company history, MAC cosmetics founders directed their product line towards professionals in the beauty and fashion industry that had to rely on heavy cosmetics, cake makeup and stage makeup to create the visual effects needed to withstand bright lighting during photo shoots. Who better to rise up to this demand than a fashion photographer? With a glamorous image and a celebrity endorsed product line, MAC cosmetics took the beauty industry by storm. Finally the novice makeup artist could create special effects without the use of stage makeup. The average city gal could create an urban look that was wearable from nine to five with evening cocktails after hours, and brides finally had a cosmetic line they could rely on to capture beautiful wedding photos.

Question 1
M.A.C cosmetics honor the beauty in all people with color, shade and finish that’s right for everyone. The company’s credo: All ages, All races, All sexes reflect the unique appreciation of individuality. The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.
MAC cosmetics product was designed by professional makeup artists and remains dedicated to them. With formulas created to work onstage, the

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